This unit applies to individuals working in marketing management positions who are responsible for implementing and monitoring organisational marketing strategies. In this role they would usually lead and coordinate a marketing team, implement the marketing plan, monitor the performance of marketing strategies and evaluate their effectiveness. They also involve team members in identifying improvements to marketing strategies and formulating recommendations for future marketing activities.

ELEMENT

PERFORMANCE CRITERIA

1. Implement marketing strategies and tactics

1.1. Brief stakeholders who participated in the marketing planning process on their implementation roles and responsibilities

1.2. Identify and brief marketing and non-marketing personnel critical to the success of the marketing plan, on the objectives of the plan, performance measures, and their roles and responsibilities

1.3. Prioritise marketing strategies and identify resources for their implementation, in accordance with organisational requirements

1.4. Implement communication and team building strategies to ensure that personnel responsible for each element of the marketing mix work together to meet the organisation's marketing objectives

1.5. Implement strategies for monitoring marketing activities and analysing marketing performance, in accordance with the marketing plan

2. Monitor marketing strategies and tactics

2.1. Monitor and implement promotional activity against communication objectives in the marketing plan

2.2. Monitor product, pricing and distribution decisions against organisational policy and the objectives of the marketing plan

2.3. Monitor marketing results against targets in the marketing plan

2.4. Monitor marketing revenue and costs against budget, and analyse record variations

2.5. Prepare and present marketing reports that indicate ongoing progress towards marketing objectives

3. Evaluate and improve marketing performance

3.1. Regularly assess marketing performance against objectives

3.2. Identify opportunities for improvement through discussion with customers and personnel responsible for each element of the marketing mix

3.3. Change business practices in line with changing customer requirements to maintain business relevance and viability

3.4. Document recommendations for improvement in accordance with organisational requirements

3.5. Communicate changes to marketing objectives and targets with relevant stakeholders, to facilitate implementation

Required skills

culturally appropriate communication skills to relate to people from diverse backgrounds and people with diverse abilities

literacy skills to prepare complex reports on marketing performance

numeracy skills to analyse marketing performance, revenue and cost

teamwork skills to manage a marketing team.

Required knowledge

organisational strategic and marketing objectives, plans and performance measures

principles of the marketing mix

key provisions of relevant legislation from all forms of government, codes of practice and national standards that may affect aspects of business operations such as:

anti-discrimination legislation and principles of equal opportunity, equity, and diversity

ethical principles

marketing codes of practice and conduct such as the Australian Direct Marketing Association (ADMA) Direct Marketing Code of Practice

privacy laws

Trade Practices Act.

The Evidence Guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.

Overview of assessment

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the following is essential:

successfully implementing marketing strategies identified in an organisation's marketing plan

coordinating personnel involved in conducting marketing activities

monitoring, evaluating and reporting on marketing activities against defined objectives

modifying marketing activities in line with new or emerging trends.

Context of and specific resources for assessment

Assessment must ensure:

access to office equipment and resources

access to organisational and marketing strategic plans.

Method of assessment

A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:

analysis of responses to case studies and scenarios

assessment of written reports on marketing performance

direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate

observation of team management activities

observation of presentations on marketing performance reports

oral or written questioning

review of authenticated documents from the workplace or training environment

review of testimony from team members, colleagues, supervisors or managers.

Guidance information for assessment

Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:

other marketing units.

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.

Stakeholders may include:

Board of directors

finance staff

human resources staff

IT staff

managers

marketing personnel

owners

production staff

supervisors

Marketing may include:

business-to-business marketing

direct marketing

ideas marketing

marketing of goods

public sector marketing

services marketing

telemarketing

Non-marketing personnel may include:

advertising personnel

managers

public relations personnel

sales manager

sales team

staff

supervisors

Resources may include:

financial

human

IT

physical

technical

Marketing mix may include:

distribution

level of service

pricing

product or service variables such as:

design

quality

range

safety features

technical features

promotion

Unit sector

Business Development - Marketing

This unit contains employability skills.